Instagram Business Tools

Instagram business tools include features like adding contact information, viewing insights about your posts and followers and promoting posts from within the Instagram app and even shopping on Instagram.

Business Profiles

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Convert to a Business Profile:

  1. Go to your profile and tap (iPhone) or (Android) in the top-right corner.
  2. Tap Sign up for a Business Profile.
  3. Tap Create New Account or Convert Existing Account.
  4. (Optional) If you want to connect your account to an existing Facebook Page, you can, but it's not required. If you plan on using third party apps with your Instagram Business Profile, you'll need to connect it to a Facebook Page.
  5. Make sure your profile is set to Public. Private accounts can't switch to Business Accounts.
  6. On the Set Up Your Business Profile page, review your business's contact information, make any changes and tap Done.

With a business account, you'll get access to new business features and Instagram Insights.

Note: Currently, a Business Profile on Instagram can only be connected to a single Facebook Page.

Do you still have questions? Find additional support on our resources page.

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Once you've set up your business profile on Instagram, there are a couple of ways you can manage the messages you receive. Your Instagram business profile is a blended inbox (an inbox that displays messages from people who already follow your business profile on Instagram, as well as messages from potential customers who don't yet follow your business). You can star and filter these messages to make it easier to mange your inbox and interact with potential customers.

Star and Filter Messages

When you use Instagram Direct (from your business profile), you can star and filter your conversations to easily come back to messages you want to follow up on. To star a message, just swipe right to left. To filter, click the filter icon in the top right of your direct inbox.

Blended Inbox

Your inbox will now include messages from potential customers who don't yet follow your business. These messages would usually go into your Other folder, but now these messages show up in the same place as the messages that come from people who do follow your business on Instagram. You can always ignore these messages, if you want. We also have an Other folder for messages from non-followers that may not be as relevant to your business.

This is an example of a message coming from a person who does not yet follow your business on Instagram, but might be relevant to your business:

Quick Replies

Quick Replies are a new feature that will be available soon!

Learn more about Instagram Business Tools.

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While any business can access these features, at this time we have a limited number of providers for these action buttons. We hope to continue to expand this list over time to cover partners across all countries. Learn more about where these features are available. Keep in mind that you need an existing account with a partner to select them. You can go to the partner's website to learn more.

You can add the following call-to-action buttons to your business profile on Instagram:

  • Buy/Get Tickets: Buy movie tickets or event tickets.
  • Start Order: Order food through select restaurants.
  • Book: Book an appointment.
  • Reserve: Make a reservations at a restaurant.

Add call-to-action buttons to your business profile

  1. Go to your business profile on Instagram.
  2. Tap Edit Profile.
  3. Under Business Information, tap Contact Options.
  4. Tap Add an action button.
  5. Select the action button you want to add to your business profile. You need an existing account with a partner to select them. Visit the website of the partner you want to add to learn more.
  6. Tap Submit.

Remove call-to-action buttons from your business profile

  1. Go to your business profile and tap (iPhone) or (Android) in the top-right corner.
  2. Tap Edit Profile > Contact Options.
  3. Select the call-to-action that you want to remove on your business profile and delete it.

Do you still have questions? Find additional support on our resources page.

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Right now, only some public figures, celebrities and brands have verified badges. It's not currently possible to request a verified badge.

If your account doesn't have a verified badge, there are other ways to help let people know that you're authentic. To demonstrate authenticity on your business profile, you can:

  1. Complete a description in your Instagram profile bio to tell potential customers more about your business.
  2. Use Stories to provide a behind the scenes look at your business.
  3. Encourage customers to tag your business in their posts so people can see posts from customers using your product or service.
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Shopping on Instagram

This feature is currently available to approved businesses in the United States, United Kingdom, Australia, Canada, France, Germany, Italy, Spain, Brazil, Sweden, Netherlands, Argentina, Mexico, New Zealand, Switzerland, Puerto Rico, Ireland, South Africa, Belgium, Austria, Peru, Uruguay, Paraguay, Malta, Ecuador, Panama, Portugal, Poland, Greece, Cyprus, Denmark, Czech Republic, Romania, Norway, Hungary, Bulgaria, Croatia, Finland, Latvia, Lithuania, Slovenia, Luxembourg, Dominican Republic, Belize, Korea and Japan.

Shopping on Instagram gives your business an immersive storefront for people to explore your best products. With shopping on Instagram, you can share featured products through Feed and Stories, or have people discover your products in Search & Explore. By interacting with a shopping post or story, people can take the next step to learn more about products that inspire them from the brands they love.

To enable product tags in posts and product stickers in stories, you'll need to have products linked to your Facebook Catalog. Once you've set up your catalog, you'll be able to create shopping posts and shopping stories; as well as view insights on how your shopping posts are performing.

When someone taps a product tag on your post or a product sticker in your story, they'll be taken to a product description page where they will see:

  • An image of the product from your post
  • A description of the product
  • How much the product costs
  • A link that takes them directly to your website, where they can purchase the product
Here are examples of what a shopping post and story look like on Instagram:

For posts, you can have up to 5 products per image or up to twenty products per carousel. For stories, you can create 1 product sticker per story. Product stickers can be used in your videos on stories, and you can also upload shopping stories to highlights.

If you're looking for how to set up shopping for your Business on Instagram, check out this step by step guide.

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This feature is currently available to approved businesses in the United States, United Kingdom, Australia, Canada, France, Germany, Italy, Spain, Brazil, Sweden, Netherlands, Argentina, Mexico, New Zealand, Switzerland, Puerto Rico, Ireland, South Africa, Belgium, Austria, Peru, Uruguay, Paraguay, Malta, Ecuador, Panama, Portugal, Poland, Greece, Cyprus, Denmark, Czech Republic, Romania, Norway, Hungary, Bulgaria, Croatia, Finland, Latvia, Lithuania, Slovenia, Luxembourg, Dominican Republic, Belize, Korea and Japan.

To become approved for shopping on Instagram, your business and account setup must fulfill the following requirements:

  • Your business must sell physical goods that comply with our merchant agreement and commerce policies
  • Your Instagram account must be converted into a business profile
  • Your business profile must be connected to a Facebook catalog. This can be created and managed on Business Manager, through Shopify or BigCommerce platforms or directly on your business's Page on Facebook.
    Note: Shops created on Facebook Pages that have country or age restrictions are not supported. The Message to Buy option is also not supported.
Once you fulfill the above requirements, your account is reviewed for access to the feature. Usually, the review process takes a few days, but sometimes we may need to review your account in more detail, which can take longer.

If your account is approved, you'll receive a notification from Instagram and be able to turn on product tagging through Settings.

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This feature is currently available to approved businesses in the United States, United Kingdom, Australia, Canada, France, Germany, Italy, Spain, Brazil, Sweden, Netherlands, Argentina, Mexico, New Zealand, Switzerland, Puerto Rico, Ireland, South Africa, Belgium, Austria, Peru, Uruguay, Paraguay, Malta, Ecuador, Panama, Portugal, Poland, Greece, Cyprus, Denmark, Czech Republic, Romania, Norway, Hungary, Bulgaria, Croatia, Finland, Latvia, Lithuania, Slovenia, Luxembourg, Dominican Republic, Belize, Korea and Japan.

Before you begin

To enable the ability to feature products:

  1. Tap to go to your profile
  2. Tap
  3. Tap Shopping
  4. Tap Continue
  5. Select a product catalog to connect to your business profile
  6. Tap Done

If you don't see Shopping under Business Settings, your account is probably still under review or it hasn't been approved for shopping on Instagram. The review process can take up to a few days, but sometimes we may need to review the account in more detail, which can take longer.

To tag products in your posts:

  1. Select a photo and add a caption, effects and filters
  2. Tap the products in the photo that you want to tag
  3. Enter the names of the products you want to tag, then select them as they appear in the search box
  4. Tap Done
  5. Tap Share

To preview posts or save a draft of a post, click Preview Tagged Products or Save Draft on the page that allows you to add a caption to your post, under Tag People and Tag Products. You can tag products in both new and existing posts from your Instagram business profile. You can tag up to 5 products per single-image post or 20 products per multi-image post.

To add product stickers in your stories:

  1. Select a photo or video to upload to your story
  2. Select the product sticker from the sticker tray
  3. Select the product from your catalog that you want to feature
  4. Move the product sticker to where you would like it to appear on your story. Note: If you would like to edit your product name, you'll change it in your product catalog before adding the sticker. Text color of the product sticker can be changed by tapping the sticker .
  5. Share your story

For stories, 1 product sticker can be added per story. You can use the sticker with swipe-up, highlights, and videos.

If you're looking for how to set up shopping for your Business on Instagram, check out this step by step guide.

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This feature is currently available to approved businesses in the United States, United Kingdom, Australia, Canada, France, Germany, Italy, Spain, Brazil, Sweden, Netherlands, Argentina, Mexico, New Zealand, Switzerland, Puerto Rico, Ireland, South Africa, Belgium, Austria, Peru, Uruguay, Paraguay, Malta, Ecuador, Panama, Portugal, Poland, Greece, Cyprus, Denmark, Czech Republic, Romania, Norway, Hungary, Bulgaria, Croatia, Finland, Latvia, Lithuania, Slovenia, Luxembourg, Dominican Republic, Belize, Korea and Japan.

You can edit or delete products you've tagged in single image posts on Instagram. For multi-image posts, keep in mind that you can't edit or delete tagged products once your post has been published. If you've added a product sticker to your Instagram story, you'll have to delete and share the story again to edit or delete the product sticker.

If you delete a product from the shop on Facebook or the product catalog that's associated with your business profile, the associated tag and sticker will be removed from any posts the product is featured in. You'll also lose insights for the associated product that's been deleted.

To edit a product tag:

  1. Go to the post that has product tags you want to move
  2. Tap (Android) or (iPhone)
  3. Tap Edit
  4. Tap
  5. Drag the tags from their current location to where you want
  6. Tap Done

To delete a product tag:

  1. Go to the post that has product tags you want to delete
  2. Tap (Android) or (iPhone)
  3. Tap Edit
  4. Tap
  5. Tap the tags you want want to delete and they'll disappear
  6. Tap Done

To edit or delete product stickers in stories:

  1. Go to the story that has the product sticker you want to edit or delete
  2. Tap (Android) or (iPhone)
  3. Tap Delete. If you'd like to edit the product sticker in your story, you'll have to share the photo again and then make your changes.

Things to Keep in mind

  • If you delete a product from the catalog you are using with shopping on Instagram, the associated tag will be removed from any Instagram posts the product is tagged in. You'll also lose insights for the associated tag that's been deleted.
  • If you switch the catalog you are using with shopping on Instagram, your existing product tags will not be moved, deleted, or changed. You can switch the catalog you want to use with your shopping posts by going to Shopping under Settings in your Instagram app.

If you're looking for how to set up shopping for your Business on Instagram, check out this step by step guide.

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This feature is currently available to approved businesses in the United States, United Kingdom, Australia, Canada, France, Germany, Italy, Spain, Brazil, Sweden, Netherlands, Argentina, Mexico, New Zealand, Switzerland, Puerto Rico, Ireland, South Africa, Belgium, Austria, Peru, Uruguay, Paraguay, Malta, Ecuador, Panama, Portugal, Poland, Greece, Cyprus, Denmark, Czech Republic, Romania, Norway, Hungary, Bulgaria, Croatia, Finland, Latvia, Lithuania, Slovenia, Luxembourg, Dominican Republic, Belize, Korea and Japan.

You can track engagement and click through data on posts that have products tagged in them. Please keep in mind that if you remove a tagged product from a post, you lose the product-related insights for that post. If you delete a product from your catalog, the Instagram product tag will be removed and you lose the product-level insights for related posts.

Access insights

If you tap View Insights, below the image in your post, you are able to see all business insights.

Filter top posts by metric

Our insights tool allows you to sort top shopping posts, on various metrics.

  1. Go to your business profile
  2. Tap on the top right corner.
  3. Tap See More in the Posts section
  4. Tap the header of the next page.

Now, you can filter posts with tagged products by metric.

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This feature is currently available to approved businesses in the United States, United Kingdom, Australia, Canada, France, Germany, Italy, Spain, Brazil, Sweden, Netherlands, Argentina, Mexico, New Zealand, Switzerland, Puerto Rico, Ireland, South Africa, Belgium, Austria, Peru, Uruguay, Paraguay, Malta, Ecuador, Panama, Portugal, Poland, Greece, Cyprus, Denmark, Czech Republic, Romania, Norway, Hungary, Bulgaria, Croatia, Finland, Latvia, Lithuania, Slovenia, Luxembourg, Dominican Republic, Belize, Korea and Japan.

If we become aware of any possible violations to our commerce policies, we may delay or take down your product tags. Usually, the review process only takes a few seconds, but sometimes we may need to review the product in more detail, which could take longer.

If product tags in your posts are pending: The product in your shop or catalog is currently being reviewed. You'll be able to see your tag and its status, but people who view your post won't see the product tag until it's approved. Each product goes through the product approval system independently, so some products may finish the review process sooner or later than others.

If product tags in your posts are not approved: It is likely the product in your shop or catalog goes against our broad-level policy. Please review the product in your catalog that you want to tag, and make sure it complies with our commerce policies.

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This feature is currently available to approved businesses in the United States, United Kingdom, Australia, Canada, France, Germany, Italy, Spain, Brazil, Sweden, Netherlands, Argentina, Mexico, New Zealand, Switzerland, Puerto Rico, Ireland, South Africa, Belgium, Austria, Peru, Uruguay, Paraguay, Malta, Ecuador, Panama, Portugal, Poland, Greece, Cyprus, Denmark, Czech Republic, Romania, Norway, Hungary, Bulgaria, Croatia, Finland, Latvia, Lithuania, Slovenia, Luxembourg, Dominican Republic, Belize, Korea and Japan.

Currently, shopping on Instagram supports catalogs on Business Manager or shops on Facebook. You can create and manage catalogs on Business Manager or add a shop section to your Facebook Page. If you use Shopify or BigCommerce, you can choose to set up a shop on Facebook directly through those platforms. After going through the following steps, your business profile will be reviewed for access to the feature. Usually, the review process takes a few days, but sometimes we may need to review the account in more detail, which can take longer.

To use a shop on Facebook through Shopify or BigCommerce:

  1. Make sure your business sells physical goods that comply with our merchant agreement and commerce policies, is located in one of the available countries listed above and that you have a business profile on Instagram.
  2. Add a shop on Facebook through Shopify or BigCommerce.
  3. Make sure the Facebook account connected to Shopify and BigCommerce is the same as the account connected to your Instagram business account.

To add a shop section on your Facebook Page:

  1. Make sure your business sells physical goods that comply with our merchant agreement and commerce policies, is located in one of the available countries listed above and that you have a business profile on Instagram.
  2. Add a shop section on your Facebook Page. Note: Shops created on Facebook Pages that have country or age restrictions are not supported. The Message to Buy option is also not supported.

Note: Shops created on Facebook Pages that have country or age restrictions are not supported. The Message to Buy option is also not supported.

To use a catalog on Business Manager:

  1. Make sure your business sells physical goods that comply with our merchant agreement and commerce policies, is located in one of the available countries listed above and that you have a business profile on Instagram.
  2. Go to the Business Manager account that owns the Facebook Page linked to your Instagram business account. This won't work if your Business Manager only has access to the Facebook Page. Note: You can't transfer ownership of a Page to another Business Manager. However, if a business removes a Page, it'll be available to be added by another business. To add a Page, you must also be an Admin on the Page. If you aren't an Admin on the page, you'll have to request access to it.
  3. From your Business Manager account, create a new catalog or identify an existing catalog you'd like to use with shopping on Instagram. Note: The Business Manager account must either own or have access to the catalog. If the catalog you'd like to use is in another Business Manager account, make sure the two Business Manager accounts are partnered.

Please keep these things in mind

  • If you delete a product from the catalog you are using with shopping on Instagram, the associated tag will be removed from any Instagram posts the product is tagged in. You'll also lose insights for the associated tag that's been deleted.
  • If you switch the catalog you are using with shopping on Instagram, your existing product tags won't be moved, deleted, or changed. You can switch the catalog you want to use with your shopping posts by going to Shopping under Settings in your Instagram app.
  • If a product is out of stock, the associated product tag will be removed. Currently, the product tag won't reappear when the product comes back into stock.

If your account is approved, you will receive a notification on your Instagram business profile. Learn more about how to enable product tagging.

Was this information helpful?
This feature is currently available to approved businesses in the United States, United Kingdom, Australia, Canada, France, Germany, Italy, Spain, Brazil, Sweden, Netherlands, Argentina, Mexico, New Zealand, Switzerland, Puerto Rico, Ireland, South Africa, Belgium, Austria, Peru, Uruguay, Paraguay, Malta, Ecuador, Panama, Portugal, Poland, Greece, Cyprus, Denmark, Czech Republic, Romania, Norway, Hungary, Bulgaria, Croatia, Finland, Latvia, Lithuania, Slovenia, Luxembourg, Dominican Republic, Belize, Korea and Japan.

Before you begin, ensure:

If you fulfill the above requirements and see “No Products Found” after you tap Tag Products in the post creation flow follow these instructions:

  • If you are using a shop on Facebook through Shopify or BigCommerce: Ensure the Facebook account connected to those platforms is the same as the one connected to your Instagram business account
  • If you are using a shop section on your Facebook Page: Ensure the Facebook Page is properly connected to your Instagram business account. Shops created on Facebook Pages that have country or age restrictions are not supported. The Message to Buy option is also not supported.
  • If you are using a catalog on Business Manager: Ensure the Business Manager owns (not simply have access to) the Facebook Page linked to your Instagram business account. The Business Manager must also own or have access to the catalog.You can't transfer ownership of a Page to another Business Manager. However, if a business removes a Page, it'll be available to be added by another business. To add a Page, you must also be an Admin on the Page. If you aren't an Admin on the page, you'll have to request access to it.
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More Information

Want to learn more about the information we receive and how it's used? See our Data Policy.

The General Data Protection Regulation (GDPR) takes effect on May 25, 2018, and creates consistent data protection rules across Europe. It applies to companies (regardless of where they are based) who process personal data about individuals in the EU.

While many of the principles build on current EU data protection rules, the GDPR has a wider scope, more prescriptive standards and substantial fines. For example, it requires a higher standard of consent for using some types of data and broadens individuals' rights with respect to accessing and porting their data.

Businesses who advertise with Instagram and the Facebook companies can continue to use our platforms and solutions in the same way they do today. Each company is responsible for ensuring their own compliance with the GDPR, just as they are responsible for compliance with the laws that apply to them today.

More information and frequently asked questions

For more information about specific ad products and frequently asked questions about the GDPR, visit our GDPR microsite.

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Visit the Facebook Advertiser Help Center to learn more about other Instagram Business Tools.